摘要
面对电商咄咄逼人的进攻,实体店如何及时应变,走出一条转型发展之路是所有线下商贸企业共同面临的考验,线上线下联动的O2O模式无疑是实体店走出困境的有效途径之一。我们提出三大转型策略积极应对电商的挑战:1)实+虚:线下实体店与线上虚拟店联动互补,资源整合;2)营销+服务:充分发挥实体店现场服务的优势,以完善的服务体系带动市场营销;3)白+黑:白天销售夜间配送,形成三级仓储配送货体系。
To compete with E-business,brick and mortar stores need to undergo transformations.The O2O（Online to Offline）mode is hereby regarded as one of the most effective approaches.There are three strategic approaches：1）Integration of resources by cooperation between brick and mortar stores and virtual stores,2）Taking advantages of the brick and mortar stores in on-site service to improve the whole service system,3）Establishment of 3-level delivery system by sale in the daytime and distribution at night.
出处
《上海商学院学报》
2014年第2期59-62,70,共5页
Business Economic Review
关键词
实体店
电商
O2O
转型
物流配送
服务
brick and mortar stores
E-business
online to offline
transformation
distribution
service
